www.kawo.com
Report: Chinese Super League 2014
The CSL on Chinese Social Media Powered by
Although the 2014 Chinese Super League games
are well under way, there is a serious lack of
engagement on the official pag...
Since Weibo is a primarily Chinese social media
network, many Chinese CSL players have an
official account. The bulk of th...
Official Presence
The Chinese Super League, and all 16 teams currently
participating in the competition, have an official ...
Half of the captains of CSL teams have an official Weibo
account, all of whom are Chinese
The #1 CSL team captain account,...
Unlike some foreign athletes on Weibo, all of the foreign
footballers in the CSL who have an account post in Chinese
The 7...
Foreign Player Engagement
Mailman
INSIGHT
Between all of the captains and foreign players; Muriqui, who
plays for the defe...
There are already millions of fans on Weibo interested in the Chinese Super
League and participating teams, with a particu...
thanks for listening ;)
to learn more contact david@mailmangroup.com
or visit mailmangroup.com
Powered by
Data for this ca...
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The CSL on Chinese Social Media

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Mailman took a look at the Chinese Super League on the widely used Chinese Social Media network: Sina Weibo, primarily focusing on individual player engagement, particularly foreign footballers.

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The CSL on Chinese Social Media

  1. 1. www.kawo.com Report: Chinese Super League 2014 The CSL on Chinese Social Media Powered by
  2. 2. Although the 2014 Chinese Super League games are well under way, there is a serious lack of engagement on the official pages of both the League and individual Clubs.
  3. 3. Since Weibo is a primarily Chinese social media network, many Chinese CSL players have an official account. The bulk of their foreign teammates, however, do not..
  4. 4. Official Presence The Chinese Super League, and all 16 teams currently participating in the competition, have an official Weibo account Because the teams are native to China, they possess an inherent knowledge of the social media landscape Mailman INSIGHT All of the teams have nearly identical official Weibo accounts, overbearing fans with unoriginal content 16 official CSL team accounts on Weibo
  5. 5. Half of the captains of CSL teams have an official Weibo account, all of whom are Chinese The #1 CSL team captain account, Xu Yunlong, has an engagement score of 1358 Chinese Players Mailman INSIGHT 428 average engagement across the 8 captain accounts The one non-Chinese captain in the league does not have a Weibo account, even though the captains that do have very high engagement
  6. 6. Unlike some foreign athletes on Weibo, all of the foreign footballers in the CSL who have an account post in Chinese The 7 foreign player accounts have a combined following of over 4 million, an amount greater than 15 of the 16 official clubs Foreign Players Mailman INSIGHT 7 of a possible 65 foreign players have an official Weibo account Despite being in China and playing for an almost entirely Chinese team, not many of the foreigners in the CSL have an official Weibo account
  7. 7. Foreign Player Engagement Mailman INSIGHT Between all of the captains and foreign players; Muriqui, who plays for the defending champions, has the highest engagement at 1664 Engagement amongst foreign player accounts almost triples the average engagement of CSL clubs 643 average engagement across the 7 foreign accounts Engagement on foreign football players accounts is generally higher than the captains, demonstrating Chinese interest in foreign footballers
  8. 8. There are already millions of fans on Weibo interested in the Chinese Super League and participating teams, with a particularly heavy amount of engagement around the players associated with the clubs, especially foreign ones. With such large engagement prompted by localised content, Weibo is certainly the place to be for foreign athletes wanting to get in touch with their Chinese fan base. Conclusion Powered by
  9. 9. thanks for listening ;) to learn more contact david@mailmangroup.com or visit mailmangroup.com Powered by Data for this case study was collected over a period between May 1st and May 3rd

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